The rebranding of NJ/NY Gotham FC

NJ/NY Gotham FC is not an expansion team new to the NWSL. The New Jersey based team was founded in 2009 and originally joined the league in 2013 as Sky Blue FC. 

General manager Alyse LaHue shared plans of the team's rebranding by announcing the shocking name change that left fans excited for more. As jerseys leaked, interest heightened immensely.

After the 2019 FIFA World Cup, the world began to take notice of the NWSL and peak interest. Since then, the team began playing at the home of MLS side New York City Red Bulls. 

Thousands of fans could now watch stars like Carli Lloyd take on competitors. But despite the exponential growth, LaHue wanted more for her team. 

In rebranding, the side is transforming much more than just its appearance. 

To start, the name will feature two states to encompass all fans in the east coast. LaHue honored the team’s roots but added NY to increase its potential fan base as the only NWSL side in the north-east. 

“So, there's so many states so closely packed together in this area, we're welcoming of fans across this whole region,” LaHue said to Forbes. “When we look at our heat maps of where our fans come from, to come to our games — it extends very wide.” 

Co-owner Ed Nalbandian also rejoiced in the potential of the team’s change. 

“I really do see the rebrand as taking the next step as a Club,” Nalbandian told Forbes. “I really do, we really do want to take this club to another level.”

Since its transition, NJ/NY Gotham FC has stirred up emotions that led to impacts in attendance. After releasing a limited number of tickets, Gotham FC quickly sold out. Administration responded to the excitement by opening a new section of seats to accommodate more fans.

Outside of their involvement in the NWSL, the new NJ/NY Gotham FC promised to invest in projects to further the growth of women’s sports.